Westfield and Lionsgate bring Panem to life in London

The experience, hosted in The Atrium, features a Cornucopia installation alongside interactive elements pulled directly from the film franchise. Visitors will also gain access to an exclusive movie clip, marking a rare preview for those attending the activation. Beyond the London site, the campaign extends across Northern Europe, with supporting activities planned for Westfield Täby Centrum in Sweden, the Westfield Mall of the Netherlands, and Westfield Chodov in Prague.

Lionsgate has designated this effort as its primary above-the-line campaign for the upcoming film, The Hunger Games: Sunrise on the Reaping. The promotion leverages a broad mix of media, spanning digital, social, and influencer partnerships. Westfield Rise is integrating the project into its own ecosystem by utilizing its internal CRM, social channels, and in-centre digital displays to drive traffic and engagement across its retail destinations.